Bringing a hit international food brand to the U.S. sounds glamorous, but behind every success story is a maze of challenges most consumers never see.

In this special crossover episode of Taste Radio and the Nombase Podcast, Lucía Conejo-Mir of Ines Rosales and Jennifer Donnellan of Lakrids by Bülow reveal the real work behind breaking into the American market. 

From reinventing packaging and pricing to navigating cultural habits, supply-chain surprises, and the art of getting consumers to try something new, their stories are rich with hard-won insights and candid surprises.

0:25: Lucía Conejo-Mir, Ines Rosales & Jennifer Donnellan, Lakrids by Bülow – Lucía highlights the origins of Ines Rosales – founded in Spain in 1910 – and how the brand adjusted its approach to marketing, packaging and merchandising for the U.S. market. Jennifer outlines a similar but more modern journey for Lakrids by Bülow, founded in 2007 to elevate Scandinavian licorice. Despite Germany being the company’s primary market, unexpected U.S. DTC growth revealed strong demand, but the brand needed to rethink its labels and flavor cues for American consumers. Both Lucia and Jennifer discuss major operational hurdles for selling in the U.S., including strict packaging rules, and a fragmented U.S. market that requires regional strategies and a thoughtful pricing architecture. They concur that patience, persistence, and relationships matter as does adapting without losing authenticity, and treating the U.S. as a complex but rewarding long-term opportunity.

Ines Rosales, Lakrids by Bülow